The World: Phoenix - Motorola reinstates O&M as part of new strategy

Motorola has scrapped its policy of cherry-picking creative work across Omnicom, and has reinstated WPP's Ogilvy & Mather as its lead network.

The company, which has a $400 million annual global adspend, may also consolidate its worldwide media arrangements, raising the prospect that MindShare will become its lead worldwide media shop.

Casey Keller, Motorola's chief marketing officer, said the current arrangement, under which the company used a stable of creative agencies, did not work.

He added: "Every time we had a new product or project, we would go to a new team. We weren't developing a long-term partnership with anybody."